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Dynamic Search Ads Turn Your Community Pages Into Paid Search Leads

Let Sierra Interactive turn the community pages you've already built into a paid search channel, no new keyword research required.


Dynamic Search Ads (DSA) turn the community page content you've already built into a paid search channel, automatically, with no new keyword research required. This article covers how DSA works, who qualifies, what it costs, and how to get started.

Table of Contents

  1. Why This Feature Matters
  2. Before You Begin
  3. How Dynamic Search Ads Work
  4. Pricing and Terms
  5. How to Get Started
  6. Best Practices
  7. Troubleshooting Common Issues
  8. FAQs

Why This Feature Matters

Your community pages already carry deep, hyper-local content that ranks organically in search. Dynamic Search Ads take that same content and turn it into a paid-traffic engine, without any new keyword research.

Standard keyword campaigns can only target searches someone thought to bid on ahead of time. A meaningful share of daily searches are queries no one has searched before, and DSA is built specifically to catch that long-tail volume automatically from your own page content.

Because DSA runs on content you've already built, campaigns can typically go live in days rather than weeks, and Google's own benchmark data shows DSA campaigns typically running at a lower cost-per-click and cost-per-acquisition than standard keyword campaigns, with somewhat higher click volume.

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Before You Begin

Eligibility

  • Minimum of 50 live community pages on your Sierra website.
    • Below this threshold, page inventory is generally too thin for DSA to reliably outperform a standard keyword campaign.
  • Eligibility is based on your live page count, not a fixed enrollment list. As your community page count grows past 50, you become eligible even if you haven't heard from us yet.

Prerequisites

  • Your website must be live (DSA cannot launch against a site still in development).
  • A community page library built out with substantive, unique content per page. Thin or templated pages with little unique content are less effective for DSA to draw from.

If you already run Google Ads through Sierra: Launching DSA does not affect your existing Google Ads term. It's treated as an account update, not a new commitment, so your current term stays exactly as-is.

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How Dynamic Search Ads Work

  1. Google reads your pages. At campaign build, it crawls the live community pages already driving your organic search traffic and builds a feed from them.
  2. Google writes the ad. Ad headlines are generated directly from that page content. No manual keyword list is required.
  3. Google matches the search. Those ads are matched to real-time search queries, including ones no one could have predicted in advance.

Important: the feed isn't dynamic after launch. DSA pulls from a feed built at campaign setup, not a live, continuously updated view of your site. Adding new community pages after your campaign is live won't automatically add them to your DSA campaign. New pages need to be manually added to the feed, which may involve an additional fee.

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Pricing and Terms

Fee Amount Notes
Set-up fee $250 One-time, due at campaign build
Minimum ad spend $300/month Paid directly to Google, separate from Sierra's management fee
Management fee — 12-month term 10% of ad spend $50/month minimum for the length of the term
Management fee — 6-month term 15% of ad spend $50/month minimum for the length of the term
Management fee — month-to-month 20% of ad spend Cancel anytime, no term commitment
Feed update (adding new pages post-launch) May incur a fee Contact Digital Marketing team to add new community pages to an active feed

 

At the $300 monthly minimum, the 12-month and 6-month management fees both land on the $50/month floor. There's no cost advantage to a longer term until your ad spend scales up. Starting month-to-month lets you test performance risk-free; moving to a 6- or 12-month term once you're seeing results is where the savings show up.

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How to Get Started

Eligible clients are reached in phases as Dynamic Search Ads becomes available to their account. If you meet the 50-page minimum and haven't heard from us yet, email the Digital Marketing team to get started, no application or questionnaire required.

Once you're ready to move forward, our team builds and launches your campaign directly from your existing community page content at that point in time. You'll be notified once your campaign is live.

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Best Practices

  • Build out your community page library before launch. Since your DSA feed is set at campaign build, the pages you have live at that point are what your campaign draws from. A deeper library going into launch means more inventory from day one.
  • Maintain page quality. Pages with deep, unique, hyper-local content perform better as DSA source material than thin or duplicated pages.
  • Plan for feed updates as you grow. New community pages you add after launch aren't automatically included. If you want ongoing growth to feed into your campaign, budget for periodic feed updates with the Digital Marketing team rather than assuming it happens on its own.
  • Plan your budget with growth in mind. If you expect to increase ad spend over time, a 6- or 12-month term becomes more cost-effective as spend scales past the minimum.

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Troubleshooting Common Issues

Issue Solution
Your invoice shows two separate charges and you're not sure why This is expected. Your $300/month minimum ad spend goes directly to Google to run the ads. Sierra's management fee is a separate line item covering campaign management and optimization. 
Your campaign performance seems weaker than expected and your account is near the 50-page minimum Campaigns closer to the eligibility floor have less content for DSA to draw from. Reach out to Digital Marketing team to review your community page depth alongside campaign performance.
You've added new community pages but don't see them reflected in your campaign This is expected behavior, not an error. New pages aren't added to your DSA feed automatically. 
You want to cancel or change your term Month-to-month can be canceled anytime. The 6- and 12-month terms are commitments for the length of the term, with a $50/month minimum service fee, even if you pause your ads. 

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FAQs

  • How many community pages do I need to qualify?
    A minimum of 50 live community pages. Below that, DSA typically can't outperform a standard keyword campaign. Once your live community page count crosses 50, you become eligible and can contact our Digital Marketing team to get started.

  • What's the difference between the ad spend and the management fee?
    They're separate charges. The $300/month minimum goes directly to Google to run the ads. Sierra's management fee covers running and optimizing the campaign.

  • Which term should I choose?
    Month-to-month if you want to test it with no commitment. A 6- or 12-month term becomes more cost-effective once your spend grows past the $300 minimum.

  • Can I cancel anytime?
    Only on the month-to-month plan. The 6- and 12-month terms carry a $50/month minimum service fee for the length of the term, even if you pause your ads.

  • Do I already have to be running Google Ads through Sierra to sign up for DSA?
    No, but if you are, launching DSA won't affect your existing Google Ads term. It's treated as an account update rather than a new commitment.

  • Do I need to do any new keyword research?
    No. DSA uses the content already built into your community pages instead of a manually built keyword list.

  • Will building more community pages help my campaign?
    It can, but not automatically. Your DSA feed reflects the community pages you had live at campaign build, not an ongoing live view of your site. New pages need to be manually added to the feed, which may involve an additional fee. Contact Digital Marketing team to add new pages to an active campaign.

  • How many leads will this get me?
    Results vary by market and content depth, so we don't guarantee specific lead volume or cost-per-lead. The Digital Marketing team can walk through a tailored estimate based on Google's published benchmarks.

  • How fast can this launch?
    A campaign can typically go live from your existing content in a matter of days, since no keyword build-out is required.

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